How market research supports the new product development process

2723

 Introduction Market research is the process by which businesses find out about customers’ needs, wants and desires. It makes possible the successful development of new products. This study shows how an international company, Beiersdorf, combines market research with new product development on its NIVEA Deodorant brand to provide exciting new products that better meet consumer requirements. Beiersdorf has a clear goal – to be as close as possible to consumers, regardless of which country they live in. Developing superior consumer insights is fundamental to the…

Continue reading

Get unlimited access
Subscribe
Already a subscriber? Login